Brand positioning is a strategy companies use to showcase their offerings and image in a way that earns a high position in the target customer’s mind. As marketers helping build pet industry brands, we can utilize this strategy by knowing several things. We need to know who the target customers are, who the main competitors are, how the brand is like them (points-of-parity), and how the brand differs from them (points-of-difference).
A company that is always at the top of mind when it comes to great marketing strategies and brand positioning in the pet industry is Chewy. If you have read some of my other articles, you have probably noticed that I reference this brand often, and this is because I admire how they do marketing so well. As a professional in the marketing industry and a pet owner, I know this brand does it all right! Let’s talk now about how they have developed their brand positioning to become the most caring pet supplier in the industry.
Target Market
As this article from Innis Maggiore Ad agency explains, “Pets mean a lot to their owners. And Chewy has come to mean a lot to those people.” This article also discusses several examples of how the brand has successfully aligned its position to the top in the pet industry with its customers. A brand needs to not only be aware of who its target market is but also understand what matters most to those segments and what it can do to propel itself to the top position in those customers’ minds when they have wants and needs for their pets. Chewy primarily targets a demographic of pet owners in the United States, particularly millennials and Gen X consumers who are highly engaged in online shopping and are willing to invest significantly in their pets’ well-being. Their psychographic segmentation focuses on pet owners who view their pets as family and are seeking convenience, a wide range of products, and excellent customer service.
Nature of Competition
When we think about Chewy’s competition in the pet industry, the most significant competitors that come to mind may be Petco or PetSmart. However, it is important not to define competition too narrowly. Regarding direct competitors, they compete with online retailers like Amazon and Walmart and brick-and-mortar pet stores like PetSmart and Petco, which also offer online shopping options. Indirect competitors include subscription-based pet services and specialty pet boutiques, especially in niche product segments like organic or specialty diets. Chewy sets itself above others by combining the convenience of online shopping with a customer service experience that mimics the personalized care of similar pet stores.
Points-of-Difference and Points-of-Parity
Now, let’s discuss these two points and how we can analyze them. Points-of-difference (PODs) include customer service excellence, subscription services, emotional branding, and extensive product range. Chew is renowned for its exceptional customer service with 24/7 customer support, fast delivery times, and generous return policy. They often send handwritten notes or flowers in response to customer stories, which has helped build a loyal customer base. Autoship of Chewy’s products allows customers to schedule regular deliveries of their pet supplies, adding convenience and fostering customer loyalty. Chewy has created a strong emotional connection with customers through empathetic customer interactions and community involvement. Their focus on the emotional well-being of pets and their owners has set them apart in a competitive market. They offer a vast selection of pet products, including specialized items like prescription pet food and medication, which are not as readily available from other retailers.
Points-of-parity (POPs) include competitive pricing, product availability, and online shopping experiences. Chewy maintains competitive pricing with other major retailers like Amazon and Walmart, ensuring that customers do not have to pay a premium for the convenience they offer. Like its competitors, Chewy offers a wide range of products, including food, toys, healthcare, and accessories for various species of pets. The convenience of online shipping, with options for fast delivery and a user-friendly website, aligns with what customers expect from modern e-commerce platforms.
As we can see, Chewy leverages every aspect of brand positioning to create a strong position for itself in the pet industry. It sets itself apart by focusing on service, emotional connection, and a wide product range while maintaining parity in pricing and availability with its competitors. Consumers can browse Chewy’s social media channels and commercials and see they emotionally connect to animals and their humans! They have done a great job successfully winning the hearts of their customers over the years and positioned themselves at the top of their market! In this article from Global Pets, Chewy shares that “The company is especially hopeful about its entry into vet care, anticipating opening 4 to 8 clinics this fiscal year. The first clinic will be launched in Florida, close to Chewy’s headquarters, with more locations set to open in the first half of 2024.” As a Chewy customer myself, I am excited to see how the brand continues to maintain its strong position in the future!
